Amazon Fresh - finally hitting the UK

Well, it is finally happening, and it's bad news for the supermarkets, as Amazon are pretty good when it comes to undercutting the competition, and the Big Four shops are already feeling the pressure from Aldi and Lidl.

Today, Amazon are going to announce what they're up to, and offer their Prime members same-day deliveries on a host of grocery items.

It is different from the firm's Pantry offering - instead of just frozen items, you'll also be able to order fresh food as well.

With same-day deliveries, the potential for drones flying into your garden to drop off your cheap shopping, the supermarkets will be wondering what they're going to have to do to stay in the game.

They have a little time to think about it, as Amazon are rolling this out slowly.

Initially, Amazon Fresh will appear in 69 postcodes across London, and any orders received before 1pm will be delivered by 11pm.

Amazon have teamed up with Morrisons, using the supermarket's own-branded products, for those who want cheaper brands. They'll be focusing on branded items though, and Amazon have said that they're going to set their prices against Sainsbury's, Tesco, Asda, and Waitrose.

In a neat move, they're also going to offer delivery for independent food retailers. So, in London, you'll be able to get food delivered from Borough Market confectioner Konditor & Cook, and all manner of artisan bakers and the like.

It'll cost you though. Amazon's Fresh service is available to Prime members for an extra £6.99 a month.